Amazon has been gearing up for their press event, scheduled for later today, with some pretty unusual press releases. Last week they announced that they were completely sold out of the Kindle Fire and they were never getting any more in, as though they had purchased a set number when they rolled the tablet out last year.

It is expected that Amazon will take to the stage today and reveal a new “paperwhite” backlit Kindle as well as at least one new Kindle Fire type device. It looks like Amazon was a little eager to see who was watching the Giants and Cowboys play last night, however, as a never before seen commercial aired that looks like it slipped these new devices in.

If you watch the video, there’s a single scene where a normal looking Kindle has a very white panel with text on it. The screen doesn’t seem to glow like a typical screen, either. It’s just bright enough to make the text pop. While it’s possible we’re just seeing some clever video editing here, it could also be the new Kindle. In several other scenes you see full color Kindle tablets that don’t quite look like the 7-inch brick Amazon customers have come to know and love. This commercial is not in Amazon’s YouTube channel, and as far as we can tell was aired for the first time last night.

The Kindles that get announced today are expected to go on pre-order right after the event, but there’s been no mention yet of ship date or price. All of those details will undoubtedly be revealed during the press conference in Los Angeles at 10:30am PDT.